redeemed the o;er.” Vohs recommends setting aside time
every month to check out the ad insights on Facebook
or Twitter; if you didn’t reach your goals, adjust your
targeting next month.

Kincheloe agrees that measuring results is a must. “Have
the guest bring something to get the deal, just as with
any print ad,” he recommends. “And make sure you have
good analytics on the back end to see who’s looking at it.”
Fosberg adds that you can lead customers to a printable
page with the flier or coupon, or you can allow customers
to show the ad on their phones for tracking purposes.

Finally, don’t rest on your laurels; experiment with
di;erent variations. “A lot of business owners don’t test
di;erent ads, which is really easy to do with digital marketing,” Fosberg notes. “Try a couple di;erent headlines
to find which works better, or try a di;erent image or
di;erent o;ers.” If you hit on a winner, run it more
frequently—and drop the poor performers. Do people
respond better to a half-price pizza or 20% o; the entire
bill? What o;er persuades people to click, and what actually gets them in the door? “Test something new for a
day; you can test for a matter of 20 bucks, and you can
stop it in a snap,” Fosberg says. “See what’s working and
what’s not.” ;en, he adds, take what works well online
and use it o;ine—so if a 20%-o; o;er is working two
times better than a half-o; pizza, you’ll know the best
o;er to release in another format, like in a newspaper ad
or direct mail. In other words, geotargeting can help you
work smarter, not harder, even outside the tech bubble!

Tracy Morin is PMQ’s senior copy editor.

“If a person is searching
something like ‘pizza near
me,’ your [Google Adwords]
ad pops up in the top two or
three results or on the side of
the page, depending on how
much you pay. You want to
buy the words for anything
you think your guest is going
to type into a Google search.”

—DAVID KINCHELOE,NATIONAL RESTAURANTCONSULTANTS

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